In their quest for data, scientists rounded up many participants, and even more chocolate bars. In the first experiment, some volunteers were asked to unwrap and consume their chocolate bars in a specific manner. The result? Those who followed systematic steps experienced more flavour. Even more intriguing is that those same people estimated the candy bar to have a higher dollar value and to be more worthy of savouring.
In an interesting twist, it was also discovered that the enjoyment only increased for participants if they were the ones performing the ritual. For instance, watching someone prepare a glass of lemonade for you won’t result in the same satisfaction as that derived from preparing it yourself prior to consumption.
So what impact do these findings have on our everyday lives? Well, aside from making every bite more savoury, it reminds of of how common rituals enhance our experiences. Turns out giving thanks before a big meal can help mitigate the craziness of a family gathering. Now I’m willing to toast to that.